THEME: Engage authentically. Listen and respond. Invite people to get to know you. Participate in a way that feels natural to the user. Admit what you don’t know. Be human.

STRATEGY: Host meaningful conversation. Select a topic you want to talk about. Picture a physical room full of interested listeners and brainstorm what you wish you could get them all to talk about. Choose informal, conversational language. Craft a post that gets people in the mood to talk about the issue and includes your question. Consider not including a link, or including a parenthetical short link as part of the text instead of as a link preview. Consider also having a staff member sign his/her name if it feels appropriate. METRICS: Take a quantitative (how many) and qualitative (how good/interesting/diverse) look at the resulting comments.

Theme: Engage authentically

Every day, in posts and comments, look for opportunities to be conversational with your users. Look for any comments that merit a response and answer them. Look for ways to expand users' understanding of topics or fact-check comments. Click like on comments that don’t merit a response, to let the users know you’re listening and appreciate their involvement. Also, be thoughtful about the tone and style you're using. What's the organization's voice on Facebook? Include any notes about the voice you're going for in your post description. METRICS: Look for acknowledgement of your participation in the forms of likes on your comments or new comments responding to you. Look for responses that might be attributable to the voice you used.